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As long as they are on your radar, exhibitions offer excellent opportunities to touch base offline, share some blue sky ideas, and think outside the box.

You don’t even have to circle the wagon to peel the onion so as to sing from the same hymn sheet at the end of the day.

But there’s no place for jargon when you’re talking to prospects or within the text displayed on your exhibition display stand.

Journalists

Journalists have historically been known as the Fourth Estate, extending the concept of the three estates of the realm - the clergy, the nobility, and the commoners.

Whether or not that position is still as grand, journalists still wield important influence.

You should, therefore, remember to instigate some PR activity and alert the media when you have a story to tell – or spin – around your exhibition activity, including the release of new products or services.